With technology advances, the interaction between organisations and consumers is evolving gradually from ‘human-to-human’ to ‘human-to-machine’, due, in part, to improvements in Artificial Intelligence (AI). One such technology, the AI-enabled digital human is unique in its combining of technology and humanness and is being adopted by firms to support customer services and other business processes. However, a number of questions arise with this new way of interacting, among which is whether people will trust a digital human in the same way that they trust people. To address this question, this study draws on technology trust theory, and examines the roles of social presence, anthropomorphism, and privacy to understand trust and people’s readiness to engage with digital humans. The results aim to benefit organisations wanting to implement AI-enabled digital-humans in the workplace.
Mills, Annette M. and Liu, Lori F., "Trust in Digital Humans" (2020). ACIS 2020 Proceedings. 96.